The New Search Reality: How AI Decides What People Learn About You

The way people find information online is shifting at a historic pace, with a growing number of people turning to Large Language Models (LLMs) like OpenAI's ChatGPT or Google's Gemini for answers, often without ever clicking a link. Bain & Company research, released in February 2025,  found 80% of consumers rely on AI-written summaries for at least 40% of their searches. Further, 60% of searches now end without a click, as users get their information directly from AI-generated results. 

This has significant implications for how brands work to ensure their values and messages are reflected in LLM responses. In fact, many brands are already developing Generative Engine Optimization (GEO) strategies. Essential to any strategy is good data: how do LLMs portray brands and issues across stakeholder groups, namely customers, employees, investors, and political actors? More importantly, what sources are driving LLM outputs, and how much control do brands have over those sources?

To answer those questions, we analyzed over 10,000 chatbot responses from five major LLMs. To discover those findings and access the report, fill out the form below: